While there’s no longer any debate about the benefits of integrating this channel into your media mix(see our article on<\/strong> why advertise on Pinterest<\/strong><\/a>), the real question for e-tailers is now operational: how to turn this audience into concrete, measurable sales?<\/p>\n Pinterest differs radically from other social networks in the mindset of its users. Here, commercial intent isn’t secondary, it’s at the heart of usage. Users are active “planners”. Capturing their attention at this early stage enables us not only to stay ahead of the competition, but above all to reach a target with very high added value. <\/p>\n Beyond audience volume, it’s the economic indicators that make Pinterest a ROI growth lever for e-commerce:<\/p>\n So it’s no longer a question of whether to go there, but how to structure your Pinterest Ads campaigns<\/a> to guide this user from inspiration to final purchase.<\/p>\n To maximize return on investment (ROI), improvisation doesn’t work. It’s essential to segment audiences according to their maturity. We recommend a framework based on three complementary axes: <\/p>\n The aim is to win over new audiences who don’t yet know your brand but are interested in your world.<\/p>\n This is where the final conversion often takes place. It’s all about re-engaging users who have shown an initial interest. <\/p>\n Don’t neglect your existing base. By importing your customer lists (CRM), you can create exclusive campaigns to encourage repeat purchases, introduce a new collection or reinforce Brand Loyalty. <\/p>\n The effectiveness of a campaign depends on the alchemy between precise targeting and the right advertising format.<\/p>\n Expert advice:<\/strong> On Pinterest, using keywords alone often limits volume too much. For acquisition, always combine Keywords + Interests<\/strong> in the same ad group. <\/p>\n Once you have defined your audience, choose the right vehicle:<\/p>\n On Pinterest, advertising is “native”: it resembles organic content. To generate clicks, your visual must do the commercial work. <\/p>\n Unlike Facebook, there isn’t always a call-to-action button added by the interface. You need to integrate it into the design. <\/p>\n All high-performance creations must respect the 3-element rule:<\/p>\n Mobile-First is mandatory:<\/strong> the majority of traffic is mobile. Your texts must be readable on a small screen without having to zoom in. <\/p>\n Further information:<\/strong> Optimizing creations and formats can now be assisted by technology. Find out how AI and new Pinterest tools boost performance<\/strong><\/a> in our dedicated article. <\/p>\n The #1 mistake beginners make is misinterpreting clicks on Pinterest. There are often two stages to the journey: <\/p>\n It’s the “Outgoing Click” that should be your priority KPI for traffic.<\/strong><\/p>\n These figures are observed averages and may vary by sector.<\/em><\/p>\n Recommended rating: 30d post-click, 30d post-commitment, 7d post-view.<\/em><\/p>\n Steering Tips<\/strong><\/p>\n Ready to get started? Here’s your roadmap so you don’t forget anything: <\/p>\n Success on Pinterest can’t be improvised. It requires a method: structure your account according to the customer journey, look after your visuals for mobile, and analyze the right KPIs (outbound clicks). <\/p>\n By adopting this “agnostic” approach (test & learn) and accepting the specificities of the platform, Pinterest becomes a powerful engine capable of connecting your brand to a qualified audience long before your competitors. If you’d like some help with your e-commerce strategy on Pinterest, don’t hesitate to call on the experts at our Pinterest Ads agency<\/a>! <\/p>\n","protected":false},"excerpt":{"rendered":" From branding to performance: exploiting purchase intent While there’s no […]<\/p>\n","protected":false},"author":3,"featured_media":19555,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[82],"tags":[],"class_list":["post-11152","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ads-tips"],"acf":[],"modified_by":null,"_links":{"self":[{"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/posts\/11152","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/comments?post=11152"}],"version-history":[{"count":2,"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/posts\/11152\/revisions"}],"predecessor-version":[{"id":19559,"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/posts\/11152\/revisions\/19559"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/media\/19555"}],"wp:attachment":[{"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/media?parent=11152"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/categories?post=11152"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/tags?post=11152"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}\n
The architecture of a successful strategy: the 3-axis model<\/h2>\n
Focus 1: Acquisition<\/h3>\n
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Focus 2: Retargeting<\/h3>\n
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Area 3: Loyalty<\/h3>\n
Targeting and formats: the performance toolbox<\/h2>\n
Strategic targeting options<\/h3>\n
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Must-have advertising formats<\/h3>\n
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Creation: the 3 pillars of a pin that converts<\/h2>\n
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Analysis and control: understanding the “Double Click<\/h2>\n
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Performance benchmarks (e-commerce)<\/h3>\n
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\n Metric<\/strong><\/td>\n Average Estimated Value<\/strong><\/td>\n<\/tr>\n \n CPM<\/strong> (Cost\/Mile)<\/td>\n 3 – 6 \u20ac<\/td>\n<\/tr>\n \n CPC<\/strong> (outgoing click)<\/td>\n 0,20 – 0,40 \u20ac<\/td>\n<\/tr>\n \n CPA<\/strong> (Cost\/Purchase)<\/td>\n 15 – 40 \u20ac<\/td>\n<\/tr>\n \n ROAS<\/strong> (Return on advertising)<\/td>\n 2,5 – 5<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n \n
Launch checklist<\/h2>\n
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Conclusion: sustainable growth<\/h2>\n